In this conversation, Joe Macleod discusses the importance of consumer off-boarding experiences and the emotional connections we have with products. He explores the historical context of consumption, the emotional grip of consumerism, and the responsibilities of both consumers and providers at the end of a product's life cycle. The discussion also touches on the role of brand equity, the future of consumer relationships, and the impact of AI on consumption. Macleod emphasizes the need for brands to create meaningful endings for their products and to bridge the gap between marketing and sustainability efforts.